METRO by T-Mobile, “The 20 Year Call”

Background Information

Primary Objectives

To solidify Metro by T-Mobile’s association with providing the best value in prepaid wireless. The brand’s 20th Anniversary provided an opportunity to highlight its value leadership throughout the years.

Target Audience

Hispanics 25-49 with a HHI under $75K, who are out there in the day-to-day hustle, always working hard to achieve their goals. They are grounded individuals who are looking for ways to get the most out of every decision they make in life.

Key Insights

The strategic insight centered on the connection between young Hispanic "hustlers" and their fathers: older Hispanic males known for their stoicism and the tendency to keep emotions suppressed, often seen as a cultural representation of machismo. Rather than solely emphasizing rational product benefits and promotions, the brand aimed to position its network as the catalyst for a transformative and deepening familial bond.

Through a long format video, the brand tells the story of an all-too familiar situation between parents and their children – missed connections. A young Latino man calls his tough and demanding dad every day before going to work, in the hopes of breaking the ice and gaining his approval.

The narrative structure of a continuous call throughout the years adds to the tension between two people who want to engage, but no longer know how. Until the father let’s his emotions shine through, showing how it’s never too late to truly connect with the ones you love.

Additional Information, Insights, Comments

Because brand social sentiment expressed in consumer conversations about the network had historically leaned negative, our video’s intent was to trigger emotional interactions and shift brand conversation. The result? +124% increase in meaningful comments expressed through brand favorability and positive reactions.